Toyota is taking on the hydrogen fuel-cell car haters — including Elon Musk

Elon Musk doesn't have a high opinion of the
hydrogen-fuel-cell-powered car. Back in 2013, in Germany, he
infamously called the technology "so
bullshit." He's also referred to fuel-cells as "fool
cells."

Toyota, on the other hand, is big on fuel-cells and hydrogen. The
automaker is bringing a new vehicle, the
Mirai, to market later this year, after revealing the
hydrogen-powered 4-door in late 2014.

The challenge for Toyota isn't simply to introduce the whole idea
of running a car on hydrogen, something that's unfamiliar due to
the very small number of fuel-cell electric vehicles (FCEVs) on
the road, as well as the limited refueling network. It's also to
overcome negative impressions of FCEVs. When Elon Musk talks,
people listen.

Toyota

In a new ad campaign produced by the agency Droga5 and tagged
"Fueled by Everything," Toyota is taking the direct approach. The
company is showing, quite literally, how a Mirai can run on
bullshit.

The first 3-minute spot, "Fueled by Bullsh*t," was directed by
Morgan Spurlock. In it, fuel-cell engineer Scott Blanchet
introduces the concept then heads for a dairy farm, where a
farmer provides access to a huge pile of cow dung. The engineer
loads up, the drives off to introduce us to the
hydrogen-extraction process. Essentially, the poop marinates in
large pools and generates biogas, which can then have the
hydrogen removed. The dairy farmer returns, he and the engineer
fuel up a Mirai, and they drive back to farm.

Screenshot via YouTube

Presto! A fuel-cell car that runs on bullshit! Well, cow shit
mostly, but maybe there's a bull in that herd someplace.

It's a cheeky execution that capitalizes on one prominent
naysayer's disdain for FCEVs — an understandable disdain, as Musk
and Tesla are selling electric cars that require recharging, not
refueling.

“Witnessing manure, something most of us view as being
pretty disposable, being transformed into hydrogen fuel to power
a car was pretty remarkable. I think this short film is pretty
compelling evidence of what could be possible in the years
ahead,” Spurlock said in a statement.

Fuel-cell critics argue that it's too expensive to create the
hydrogen required to make FCEVs go. To get enough hydrogen, we'd
need to burn a lot of fossil fuels, at least until we manage to
bring more solar and wind power online, or shift to nuclear in a
much bigger way.

Screenshot via YouTube

FCEVs have two things going for them, however. Like gas-powered
cars, they can be quickly refueled and deliver good range. And
fuel cells use hydrogen to generate electricity, with water as
the only by-product. Toyota, at one time a partner with Tesla on
electric-vehicle development, has recently adjusted its strategy
and, with the Mirai, revived interest in FCEVs.